Final Answer:
If the firm decides to opt for different segments on a country-by-country basis, the norm is to also b. localize the positioning
Step-by-step explanation:
If the firm decides to opt for different segments on a country-by-country basis, the norm is to also localize the positioning appeals. This involves tailoring the marketing and positioning strategies to suit the specific preferences, cultural nuances, and characteristics of each country or market segment.
Localization recognizes that consumer behaviors, cultural values, and preferences vary across different regions and countries. Adapting positioning appeals to resonate with the local audience enhances the effectiveness of marketing efforts and helps create a stronger connection with consumers in each specific market.
The other options (externalize, internalize, globalize, none of the above) do not accurately capture the concept of customizing positioning appeals for specific country segments in the context described.
Therefore the correct option is b. localize